Making Design Lead with
With exploratory product offerings and a timeline of vehicles
Dive deep into
with usage reports and ease for booking for frequent traveller
What is the problem at hand, user need and business goal?
Focus on customer retention
Customer retention is one of the highest needs always, especially for a big ticket product like Subscription
Introducing various sub-products such as one that can be resumed from any geography, as well as swap cars daily were hypothesised during a design sprint.
They are loosely based on the Unlimited and Flex product.
These product positions have been tested with a variety of users. (Research is added as a separate project)
A car timeline has been given the main stage.
Click to see the existing production page
Why would a design intervention be meaningful in problem solving?
A revamp of subscription post booking
Enriching the post booking page with features such as
Calendar sync
Swap of car
Need analyser
Auto expense reports
Consumption
Assistance
And subtle nuances such as weather and local road rules as well as recommended nearby places are also proposed.
Mobile retention ideation
Entire user retention funnel has been revamped with the following feature propositions:
Contextual information with calendar, car preferences
Vehicle details and features
Car swapping functionality ideations
Ability to add add-ons in-life
Extension of the timeline concept
How are the features prioritised, the information architecture arranged and presented?
Feedback collection
Cancellation feedback from only about 25% subscription users.
Solutions
Promote Pause
Show what is lost on cancellation
Make Cancellation Reason mandatory
Customer support reach out
Monthly subscribers
Majority of the users churn in the first month
Hypothesis
Cannibalising Rent
Interim requirements as bridge car, seasonality etc.
Competitor pricing
Try out cars, promote vehicle exchanges
Paused subscriptions
52% of users do not resume their subscription after pausing their subscription. (Each subscription resume contributes to 3 additional periods on average).
Hypothesis
The requirement has ended\
Pause functionality not clear
Customers keep option open
Contract terms
In the first 6 months of contract term, the retention for 12-month contract is consistently lower each month in comparison to 6-month contracts. What should we do to improve the 12-month CT retention?
How does it look and feel to the users?
Feature snippets that made to the product
Vehicle exchange
Vehicle details and features
Car swapping & pausing functionality
Ability to add add-ons during subscription
UX snippets that made to the product
Templatized booking confirmation and post booking
Full page Active subscription
Overview and details